Rule number one: The customer is always right. Rule number two: If the customer is wrong, see rule number one!
We humans do, when the cause is sufficient, spend our lives. We throw ourselves onto the grenade to save our buddies in the foxhole. We rise out of the trenches and charge the entreched enemy and die like maggots under a blowtorch. We strap bombs on our bodies and blow ourselves up in the midst of our enemies. We are, when the cause is sufficient, insane.